El Jimador launches RTD Margaritas in UK

Brown-Forman's El Jimador Tequila has entered the UK's ready-to-drink (RTD) cocktail market with two sparkling Margarita flavours.

The new range by El Jimador infuses citrus and tropical flavours in convenient 250ml slimline cans. Available in two sparkling Margarita flavours – Mango and Lime – at 6.5% ABV, the RTD cans will launch this month in both on-trade and off-trade markets across the UK. Each can has a recommended retail price of £2.65 (US$3.55). The cans will be distributed through off-trade wholesalers, convenience stores, e-commerce platforms, and various on-trade locations just in time for the warmer months. Additionally, the cans will be introduced to grocery stores later in the year. The launch coincides with the rapid growth of the UK's RTD market, which is expanding 'significantly' across all sales channels. According to NielsenIQ data from the second half of 2025, the UK off-trade RTD market is expected to exceed £800 million (US$1.1 billion) by 2027, driven by impulse and convenience purchases. Meanwhile, the on-trade sector is also experiencing a notable shift. Data from IWSR indicate that 40% of consumers are choosing RTDs more frequently in pubs than last year. El Jimador Sparkling Margarita Lime features a tangy citrus flavour with subtle sweetness, while the Mango combines juicy mango with a hint of lime, adding a refreshing, exotic twist to the classic Margarita. The two options were chosen as key flavours for the launch after consumer testing. Laura Smith, head of emerging brands at Brown-Forman, said: "Pre-mixed cocktails are significantly driving growth in the RTD market, which continues its upward trajectory in the UK. "Our brand-new Sparkling Margaritas respond directly to consumer demand for convenient, high-quality Tequila-based options, and these products have gone through consumer testing to ensure we create the best product for consumers, and therefore for trade." The El Jimador range includes its blanco, reposado and añejo Tequilas. Last November, Brown-Forman launched its El Jimador-based New Mix RTDs in the US. Brown-Forman believes there is a “significant” runway for growth for its “14-million-case RTD business” in Mexico, according to its Americas vice-president. New Mix was the world’s fifth-biggest-selling RTD brand in 2024, according to The Brand Champions 2025 report.